Summer 2026 proved that moviegoing is SO back, and could even be the next version of concertgoing. Just six years after ticket sales plunged 81%, cinemas are now packed, and showtime plans are being made in the group chat.

The participation and collective energy that turned sold-out tours like Taylor Swift’s The Eras Tour into cultural phenomena are making their way to the movies. This summer, audiences fought for tickets to catch The Odyssey in 70mm IMAX at 3:00 a.m. Friend groups painted their bodies yellow to watch Minions & Monsters together. Hundreds showed up in full Spider-Man suits for Spider-Man: Brand New Day.‍Music fans have shifted entertainment from something you consume to interactive participation, and movies are now catching the same wave. When we can watch anything at any time, the most valuable entertainment is limited, exclusive, and fleeting. Fans want the artists, actors, and directors they love to give them a reason to nerd out with people who care just as much as they do—and they’ll spare no expense to be part of it.

To survive changing entertainment landscapes, cinemas must look to the experiences fan communities are already creating, and follow their lead. They’re hosting Obsession themed dance party nights at clubs across the country, falling in love with performances from the Minions Singing Contest, and gathering for “Book to Movie” reading and screening clubs. Cinemas should take these ideas that fans love on social media, and host them in their own way. As a strategist, I’ve learned that fandoms are the ones to look to for signals of where culture is headed next. When fandoms get on board, they turn niche interest into viral, monocultural buzz.